Matt Naeger, Chief Strategy Officer at Merkle, recently gave an interview to Google in which he shares his prediction for the future of marketing. “The next big thing is around predictive intent. It is around the idea of having a better understanding of why I am making the decisions that I am making, using AI and machine learning in a way where we can fundamentally start with the data, fill in the data gaps and, then we can answer that person’s problems“, Naeger explains.
Predictive intent means shifting the perspective on traditional marketing tools, like personas or the marketing funnel, to see them through the lens of consumer behavior. When marketers make an effort to understand the process involved in the buying process, they can answer consumers’ needs and wants more effectively.
Research by Google shows that marketers relying only on demographic segmentation run the risk of excluding more than 70% of potential mobile shoppers. This difference happens because demographic data does not tell the whole story, while intent is a more robust approach to gain in-depth knowledge about consumers.
In the era of predictive intent, marketers will have to leverage database marketing and relationship marketing to understand their market. This new trend will allow marketers to get deeper insights and to predict, in each stage of the consumption process, patterns of consumer behavior.